Right Brain Research

Our Right Brain Research methodology involves one on one, in-depth interviews with respondents. We use visualization, relaxation and repetition techniques to gain access to emotionally rich information. Respondents close their eyes and revisit experiences they have had with the product or service that we are studying. The pictures of these experiences are available to them because the emotion they experienced at the time locked these visual images into their long term memories. We interview respondents about what they are seeing and how they are feeling in the picture. Our relaxation and probing techniques are subtle and indirect, which allows respondents to get deeply into reliving the experience they are picturing. Reliving experiences in this way is much more powerful than simply remembering because they have access to the emotions they had at the time and then can explain to us why they feel the way they feel.

In a traditional market research interview, the interviewer might ask the buyer of an SUV, "Why did you buy that SUV?" The answer will always be shaped by rationalizations and posturing, preventing the interviewer from accessing the real reasons for decision making. Instead of giving us information filtered by judgments of what is proper or what they think we might want to hear, our indirect approach gets respondents to forget that they are being interviewed and allows them to tell us about their experiences and what really motivates them.